Research On Risk Communication Discourse Framework Of Mainstream Media Microblog In Public Health Emergencies

In the context of risk society,all individuals are always exposed to various risks caused by huge social changes.Among them,the public health problems are becoming more and more serious,and all kinds of public health emergencies have been widely concerned by the society.With the rise of social media,the role of media-derived risks has been increasingly prominent.By constructing risks in diversified forms and using specific framework characteristics,the information needs of the public and the interests of the media can be met in a timely manner.Mainstream media integrate multimedia form to present authoritative content in risk communication,and assume the function of transmitting risk information and popularizing knowledge to the public's risk perception.By virtue of its massive users and powerful influence,sina weibo connects strong relations with weak relations,and becomes an important public domain for risk communication in public health emergencies,promoting the socialization process of the events.This paper focuses on the mainstream media official weibo the discourse framework construction of risk communication,choose the People's Daily official sina weibo account as a case,its in COVID-19 outbreak events reported in the text as the research sample,adopts the frame theory as the theoretical tools and methodology support,from the framework of category,type of framework,communication effect rendering process three aspects has carried on the discourse analysis and empirical research,tries to reveal the mainstream media official weibo in a public health emergency risk communication discourse framework construction way and communication strategy.The research found that the microblog reports of the official account of People's Daily when constructing COVID-19 epidemic topic were in the frame category,and the number category of reports was consistent with the stage of domestic anti-epidemic,indicating that it was in line with the risk communication and prevention in the real epidemic.The diversified subject categories highlight the diversified risk constructors--the government,experts,the public and the media.Objective reporting creates a risk simulation environment,helps the audience to build risk perception,and uses constructive news to motivate the public to face up to negative facts and give correct guidance.Use common and direct language and visual and intuitive data expression to present risk information,and lay the foundation for risk communication.In the frame type,the realistic background is presented through the fact frame,the risk situation is established,and the risk perception is helped.Coping framework constructs the situation of action to deal with risk under the guidance of various behaviors and ideas,and presents the resolution and processing process of risk events in a panoramic view.Popular science framework and affective framework are two reporting strategies that combine rationality and sensibility to support cognition and coping with risk situations.The four types of reporting frames are integrated with each other to form a comprehensive and three-dimensional reporting frame hierarchy.By improving the public's risk cognition,the trust between the communication subjects is formed,and the established partnership is maintained to achieve a better risk communication effect.Since the reports on official microblogs of mainstream media in public health emergencies may also be the trigger of public opinion and cause unnecessary negative effects on event control and prevention,attention should be paid to improving the reporting mechanism of public health emergencies on official microblogs of mainstream media and improving the effect of risk communication.